The advent of social media websites like Facebook and Twitter has given rise to a new wave of online marketing, as internet users have practically taken ownership of the digital world and claimed it their space. Brands which are the last to follow, are now facing the reality that while they should have their presence in social media, navigating in it requires skill, discipline, and a different marketing mindset. Brands who have set up camp, without any regard to the realities of social media, have soon found out the hard way how it is to navigate in a world owned by consumers.

Social Media Marketing has become an art, but more so a science where all the interactions and engagements, once the Holy Grail of marketing, can now be tracked and measured. Brands that are on the digital and social space, are not owned by the brand managers anymore, but by consumers. The concept of social search, social media, tweeting, pinning, and liking, are now part of the marketing nomenclature. It is now inevitable that marketing professionals understand and learn how to navigate the social space.

The program will present a social media marketing framework that will provide marketers as a guide in strategizing, developing, and implementing their own social media program. The program can be divided into five key modules, which will provide a step-by-step approach to appreciating and understanding the different components of a successful social media campaign. The modules will look at various best in class social media case studies where participants can learn from. Case examples from the following product/service categories: Fast-moving consumer goods and service industries like top consumer brands and the tourism industry have been aggressive in dipping their feet into the world of digital. See how they do it and the different successes and learning as they extend their brands to the world of social media.

Module 1: The Fundamentals of Social Media
Module 2: Creating a Step-by-Step Social Media Marketing Plan Module 3: Choosing which Social platform to engage
Module 4: Managing a Brand’s online community
Module 5: Measuring Social Media Marketing performance

Chief Digital Strategist

CEO of Dentsu Aegis Network; former Chief Digital Officer of ABS-CBN Corporation; former Managing Director of MRM Worldwide Manila; former CEO of Yehey Corporation and Media Contacts Manila; former Vice President of Philippine Daily Inquirer; youngest to serve as President of the Philippine Marketing Association; first Agora awardee '14 for Marketing Communications; founding President of the Internet and Mobile Marketing Association of the Philippines (IMMAP); one of the Ten Outstanding Young Men of the Philippines (TOYM) for 2015; co-author of the Mansmith Mentors’ List: the 8 P’s of Marketing.